Audience reception theory

Audience reception theory is the way that different audiences recieve and respond to a media text in very different ways. The different responses come from the audience being affected by the text in different ways. The ways that people respond is how we group differemt audience interpretations. 

Encoding decoding model

Encoding decoding theory

The encoding decoding theory was thought of by Stuart Hall, 1973 and states that producers encode/ put meaning into texts which is supposed to be decoded by the audiences. Audiences can ccept/ reject the producers message and come up with their own interpretations. Encoded texts can be decoded based on the body language present as it allows the audience to understand the emotions and relationships. Some texts may have multiple meanings and therefore audiences can decode them in different ways. This means that different people will interpret the same text in different ways. 

There are three different types of readings that auduences may have. 1) Preferred reading- this is when an audiences agree and accept what is encoded in the text. 2) Negotiated reading- this is when audiences partially agree with the encoded messages in the text. 3) Oppositional reading- this is when the audiences reject/ dissagree with the what is encoded in the text or they chose to decode the texts differently. 

Audiences have both a preferred and negotiated reading in response to McDonalds advert's 

The preferred reading is that the advertisement is supposed to encourage the audience to want the food inducing feealings of hunger or cravings for the food. This is supposed to lead audiences to have the same feelings when the pass by the same companies different locations. 

The negotiated reading of these advertisements is that audiences or the majority of audiences will enjoy the food products however those who are more health minded may pass and infact become irritated by the advertisements although they know that the products aren't harmful as long as they aren't consumed to frequently. 

Oppositional readings of the Teletubbies. Some audience members believe that Tinky winky from the teletubbies is a symbol of the gay community. Here are some of the audience responses from people who hold this belief.  "He is purple - the gay pride colour; and his antenna is shaped like a triangle - the gay pride symbol", "Tinky winky also carries a magic pink bag" and "Modeling the gay lifestyle is damaging to the moral lives of children". 

Encoding and decoding in music videos.

Artists are encoded with certain ideologies in order to increase financial gain. 

When it comes to this encoding the artists target audienc will have the preferred reading as they are the ones being targeted they will accept the encoded messages withought question and intrepret them in the intended way. The secondary audiences will often decode the text with a negotiated reading. Outside audiences such as parents will view their childrens favourite artists could take an oppositional reading as they do not understand the message being presented. 

Hozier "Take me to church"

This is the music video to Hozier's "Take me to church" this is a song that I really enjoy. As I fall into the target audience, Stuart Hall's audience reception theory would suggest that I take the preferred reading when it comes to this song and music video and I do take the preferred reading. For this song the preferred reading is that we shouldn't persecute people based on what we interpret as their "sins". 

Stormzy "Big for your boots" 

This is the music video to Stormzy's "Big for your boots" this is a rap song and I am not a fan of the genre and as such I fall outside of the target audience. Stuart Hall's audience reception theory would suggest that I take an oppositional reading when it comes to this song and music video and I do take an oppositional reading, after watching this music video I have very little idea about what the intended message, I am unble to understand what has been encoded into this text.